Hanuman Chalisa

क्या है Generation Alpha? आने वाले समय में Marketers के लिए क्यों है ज़रूरी?


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Webdunia
गुरुवार, 9 मार्च 2023 (16:51 IST)

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- ईशु शर्मा
 
दुनिया में हर जनरेशन एक अलग व्यवहार और संस्कृति को ले कर आती है। अगर हम 1946-1964 के बीच जन्मी जनरेशन को देखें तो ये जनरेशन अर्थव्यवस्था में काफी बड़े बदलाब लेकर आई। वहीं, दूसरी तरफ 1981-1996 के बीच जन्मी मिलेनियल्स जनरेशन (millennials generation) ने सामाजिक-राजनितिक स्तर पर कई बड़े बदलाव किए। जनरेशन ज़ी (generation Z) ने टेक्नोलॉजी के साथ प्रवेश करते हुए सोशल मीडिया के दौर को जन्म दिया और अब बारी है जनरेशन अल्फा (generation Alpha) की। चलिए जानते हैं कि क्या है जनरेशन अल्फा- 
 
क्या है Generation Alpha?
 
दरअसल जनरेशन अल्फा (generation alpha) 2010-2024 के बीच जन्मी जनरेशन है और अधिकतर इनके पेरेंट्स जनरेशन मिलेनियल्स (generation millennials) ही है इसलिए इस जनरेशन को 'mini-millennials' भी कहा जाता है। एक अध्ययन के अनुसार अल्फा (alpha) इतिहास की सबसे बड़ी जनरेशन होगी जिसकी संख्या आने वाले 2050 में 2 बिलियन (billion) से भी ज़्यादा हो सकती है। ये जनरेशन टेक्नोलॉजी और AI के दौर में जन्मी जनरेशन है, जिसका अर्थ है कि पिछली जनरेशन की तुलना में ये जनरेशन टेक्नोलॉजी को काफी बेहतर तरीके से समझती है। 
Generation Alpha कितना समय देती है सोशल मीडिया को? 
 
मार्किट रिसर्च कंपनी GWI (Global Web Index) के सर्वे के दौरान ये पाया गया कि स्कूल टाइम के बाद 38% बच्चे सोशल मीडिया का प्रयोग करना पसंद करते हैं और छुट्टियों के दौरान ये आंकड़े 43% तक बढ़ जाते हैं। इसके साथ ही जनरेशन अल्फा फेसबुक और ट्विटर से ज़्यादा इंस्टाग्राम और टिकटॉक जैसे एप ज़्यादा प्रयोग करना पसंद करते हैं।

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60.27003784128Zend_Controller_Action->dispatch( $action = 'displayAction' ).../Standard.php:308
70.27003786808Article_ManagerController->displayAction( ).../Action.php:516
80.54684012496Zend_View_Abstract->__call( $name = 'partial', $args = [0 => 'amp/amplayout.php', 1 => ['articleData' => class stdClass { ... }]] ).../ManagerController.php:42
90.54704012664Zend_View_Helper_Partial->partial( $name = 'amp/amplayout.php', $module = ['articleData' => class stdClass { public $AjaxCall = FALSE; public $Title = 'क्या है Generation Alpha? आने वाले समय में Marketers के लिए क्यों है ज़रूरी?'; public $Meta = [...]; public $Contents = [...]; public $Ads = class stdClass { ... }; public $Settings = class stdClass { ... }; public $AdultContent = FALSE; public $MaxAge = 60; public $Heading = ''; public $NoIndex = FALSE; public $ParentCategory = [...]; public $CategoryID = [...]; public $ParentCategoryName = [...]; public $CmsAds = NULL; public $PageType = 'Article'; public $IsBbc = FALSE; public $IsDW = FALSE; public $IsRedirectToHome = FALSE; public $OpenInAppText = 'ऐप में देखें' }], $model = ??? ).../Abstract.php:349
100.54714015664Zend_View_Abstract->render( $name = 'amp/amplayout.php' ).../Partial.php:109
110.54714032304Zend_View->_run( '/u2/websites/gujarati-uat.webdunia.com/application/modules/article/views/scripts/amp/amplayout.php' ).../Abstract.php:888
120.54714034992include( '/u2/websites/gujarati-uat.webdunia.com/application/modules/article/views/scripts/amp/amplayout.php ).../View.php:108
130.61534104936View::Render( $name = '/amp/contents.phtml', $model = class stdClass { public $AjaxCall = FALSE; public $Title = 'क्या है Generation Alpha? आने वाले समय में Marketers के लिए क्यों है ज़रूरी?'; public $Meta = ['keywords' => class stdClass { ... }, 'description' => class stdClass { ... }, 'og:image' => class stdClass { ... }]; public $Contents = [0 => class stdClass { ... }, 1 => class stdClass { ... }, 2 => class stdClass { ... }, 3 => class stdClass { ... }, 4 => class stdClass { ... }, 5 => class stdClass { ... }, 6 => class stdClass { ... }, 7 => class stdClass { ... }, 8 => class stdClass { ... }, 9 => class stdClass { ... }]; public $Ads = class stdClass { public $Ads = [...] }; public $Settings = class stdClass { public $GoogleAnalyticsID = 'G-DQVD47LWDW'; public $GoogleGptID = '1031084'; public $GoogleGptCollapseEmptyDivs = TRUE; public $GoogleCustomSearchCX = '015955889424990834868:ptvgsjrogw0'; public $VentunoPublisherKey = '4ec0e0fe8a76c'; public $AffinityGoogleGptID = '42115163'; public $AffinityPublisher = 'webduniya'; public $FacebookUrl = 'https://www.facebook.com/webduniahindi'; public $TwitterUrl = 'https://twitter.com/WebduniaHindi'; public $InstagramUrl = 'https://www.instagram.com/webduniahindi/'; public $YoutubeUrl = 'https://www.youtube.com/user/webduniaindia' }; public $AdultContent = FALSE; public $MaxAge = 60; public $Heading = ''; public $NoIndex = FALSE; public $ParentCategory = [0 => '1010400000']; public $CategoryID = [0 => '1010402000']; public $ParentCategoryName = [0 => 'hindi news']; public $CmsAds = NULL; public $PageType = 'Article'; public $IsBbc = FALSE; public $IsDW = FALSE; public $IsRedirectToHome = FALSE; public $OpenInAppText = 'ऐप में देखें' }, $pageModel = ??? ).../amplayout.php:2318
140.61544108888Zend_View_Abstract->render( $name = '/amp/contents.phtml' ).../amplayout.php:10
150.61544125528Zend_View->_run( '/u2/websites/gujarati-uat.webdunia.com/application/modules/article/views/scripts//amp/contents.phtml' ).../Abstract.php:888
160.61544125944include( '/u2/websites/gujarati-uat.webdunia.com/application/modules/article/views/scripts/amp/contents.phtml ).../View.php:108
170.63374921712View::Render( $name = 'amp/article.phtml', $model = class stdClass { public $ArticleID = '123030900032'; public $Title = 'क्या है Generation Alpha? आने वाले समय में Marketers के लिए क्यों है ज़रूरी?'; public $LiveContent = TRUE; public $DateTime = 'गुरुवार, 9 मार्च 2023 (16:51 IST)'; public $DateTimeStr = 1678360860; public $DisplayDateTime = TRUE; public $AuthorName = NULL; public $AuthorUrl = '/author/-0.html'; public $DisplayAuthorName = FALSE; public $AuthorThumbnail = NULL; public $DisplayAuthorImage = FALSE; public $BelowArticle = []; public $RelatedArticles = class stdClass { public $Title = 'सम्बंधित जानकारी'; public $Items = [...]; public $Type = 'RelatedArticles' }; public $CategoryName = 'टेक्नोलॉजी'; public $ModificationDateTime = 'गुरुवार, 9 मार्च 2023 (16:59 IST)'; public $ModificationDateTimeStr = 1678361362; public $Thumbnail = 'https://nonprod-media.webdunia.com/public_html/_media/hi/img/article/2021-08/30/thumb/5_4/1630307152-9332.jpg'; public $SubHeading = ''; public $ArticleType = 'article'; public $WorkflowStatus = 'published'; public $Type = 'Article'; public $Url = 'http://hindi.webdunia.com/it-learning/generation-alpha-123030900032_1.html'; public $ShortUrl = 'https://tinyurl.com/2oqqu888'; public $CategoryID = '1010402000'; public $Contents = [0 => class stdClass { ... }, 1 => class stdClass { ... }, 2 => class stdClass { ... }, 3 => class stdClass { ... }, 4 => class stdClass { ... }, 5 => class stdClass { ... }, 6 => class stdClass { ... }, 7 => class stdClass { ... }, 8 => class stdClass { ... }, 9 => class stdClass { ... }, 10 => class stdClass { ... }, 11 => class stdClass { ... }, 12 => class stdClass { ... }, 13 => class stdClass { ... }, 14 => class stdClass { ... }, 15 => class stdClass { ... }, 16 => class stdClass { ... }, 17 => class stdClass { ... }, 18 => class stdClass { ... }, 19 => class stdClass { ... }]; public $PlaceName = ''; public $AdSettings = [0 => 1, 1 => 2, 2 => 3, 3 => 4]; public $AdSettingsFile = 0 }, $pageModel = class stdClass { public $AjaxCall = FALSE; public $Title = 'क्या है Generation Alpha? आने वाले समय में Marketers के लिए क्यों है ज़रूरी?'; public $Meta = ['keywords' => class stdClass { ... }, 'description' => class stdClass { ... }, 'og:image' => class stdClass { ... }]; public $Contents = [0 => class stdClass { ... }, 1 => class stdClass { ... }, 2 => class stdClass { ... }, 3 => class stdClass { ... }, 4 => class stdClass { ... }, 5 => class stdClass { ... }, 6 => class stdClass { ... }, 7 => class stdClass { ... }, 8 => class stdClass { ... }, 9 => class stdClass { ... }]; public $Ads = class stdClass { public $Ads = [...] }; public $Settings = class stdClass { public $GoogleAnalyticsID = 'G-DQVD47LWDW'; public $GoogleGptID = '1031084'; public $GoogleGptCollapseEmptyDivs = TRUE; public $GoogleCustomSearchCX = '015955889424990834868:ptvgsjrogw0'; public $VentunoPublisherKey = '4ec0e0fe8a76c'; public $AffinityGoogleGptID = '42115163'; public $AffinityPublisher = 'webduniya'; public $FacebookUrl = 'https://www.facebook.com/webduniahindi'; public $TwitterUrl = 'https://twitter.com/WebduniaHindi'; public $InstagramUrl = 'https://www.instagram.com/webduniahindi/'; public $YoutubeUrl = 'https://www.youtube.com/user/webduniaindia' }; public $AdultContent = FALSE; public $MaxAge = 60; public $Heading = ''; public $NoIndex = FALSE; public $ParentCategory = [0 => '1010400000']; public $CategoryID = [0 => '1010402000']; public $ParentCategoryName = [0 => 'hindi news']; public $CmsAds = NULL; public $PageType = 'Article'; public $IsBbc = FALSE; public $IsDW = FALSE; public $IsRedirectToHome = FALSE; public $OpenInAppText = 'ऐप में देखें' } ).../contents.phtml:60
180.63374925664Zend_View_Abstract->render( $name = 'amp/article.phtml' ).../amplayout.php:10
190.63374942304Zend_View->_run( '/u2/websites/gujarati-uat.webdunia.com/application/modules/article/views/scripts/amp/article.phtml' ).../Abstract.php:888
200.63384952032include( '/u2/websites/gujarati-uat.webdunia.com/application/modules/article/views/scripts/amp/article.phtml ).../View.php:108
 
ये आंकड़े देखने के बाद आने वाले समय में कंपनी को अपनी मार्केटिंग स्ट्रेटेजी (marketing strategy) बदलने की ज़रूरत है और अपनी मार्केटिंग (marketing) ज़्यादा से ज़्यादा इंटरनेट व AI के तरफ बढ़ानी चाहिए। हालांकि अभी जनरेशन अल्फा (alpha) उम्र में काफी छोटी है पर ये जनरेशन टेक्नोलॉजी से काफी ज़्यादा रूबरू है जिसके कारण ये जनरेशन पिछली जनरेशन की तुलना में टेक्नोलॉजी से संबंधित कोई भी फ्रॉड या आई स्कैम को बेहतर तरीके से पहचान व समझ सकती है। 
 
कैसे मार्केटर्स Generation Alpha के मुताबिक करें future planning? : अपनी फ्यूचर मार्केटिंग स्ट्रेटेजी (future marketing strategy) बनाने के लिए आपको कुछ बातों का ध्यान रखना ज़रूरी है- 
 
- अपनी कंपनी की प्रामाणिकता को बनाने के लिए हमेशा अपनी पॉलिसी को ट्रांसपेरेंट (transparent) रखें। यानी किसी भी बात को छुपाएं न जिससे आपकी कंपनी संदिग्ध न लगें। 
 
- Interactive Marketing का प्रयोग करें ताकि आप अल्फा जनरेशन को उनकी भागीदारी के ज़रिए उस प्रोडक्ट या सर्विस से जोड़ सकें। उदाहरण के लिए इंग्लैंड के एक बैंड Glass Animal की वेबसाइट पर लोग अपनी क्रिएटिविटी को फोटो, मीम, म्यूजिक या वीडियो के फॉर्म में दे सकते हैं ताकि वो इन क्रिएटिविटी को अपने आने वाले गाने में शामिल कर सकें। 
 
- हमेशा ऐसा कैंपेन (campaign) तैयार करें जो सार्थक हो और अल्फा जनरेशन को उस बात से कनेक्ट करता हो। इस कैंपेन को आप टिकटॉक या इंस्टाग्राम रील के ज़रिए चलाएं ताकि आपके ब्रांड की लोकप्रियता बढ़ें।

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